How Cormicans expanded online sales due to a successful paid search strategy delivered by WebSell.

How do you grow revenue during a global pandemic in a competitive and impacted market?

With the help of WebSell’s paid search team, Cormicans were able to withstand the pressures of the covid-19 pandemic and exceed online performance. Cormicans worked closely with WebSell’s success services team to deliver a high-performance PPC campaign.

Site Traffic

Paid Search Revenue

Return on Ad Spend

About Cormicans

Cormicans are specialists in school books, art supplies, and stationery, and have been serving a large area in the Irish midlands for over 34 years. Family owned and run, the business prides itself on delivering great customer service to every customer from it’s two brick-and-mortar locations.

Cormicans have been a WebSell customer since 2011, allowing a strong relationship to form between the two businesses. Our team understands their business intimately, so when they approached WebSell looking for ways to increase revenue, we were best placed to tackle the problem.

Generating online revenue quickly

The coronavirus pandemic presented a challenge to Cormicans’ specific market with school closures and general uncertainty around education and exams in 2020. With foot traffic reduced to zero at various times due to pandemic lockdowns, it became essential to expand into other online avenues to generate digital footfall to their site.

WebSell’s PPC/Paid Serach team, led by Tomasz Fortuniak, identified an aggressive expansion into Google Ads activity as a prime candidate for driving more online revenue. This was an immediate solution for Cormicans to help them increase traffic and sales.

Cormicans have a broad range of products allowing our team’s ads to target a variety of customers seeking school, work, or home office supplies. The Paid Search team drew on their years of managing results-driven Google Ads for many e-commerce brands to deliver an ROI-focused campaign.

With the coronavirus pandemic, our regular footfall was interrupted. With WebSell we managed to replace that foot traffic with online visits and the results were fantastic.

Aisling Mannion, Owner at Cormicans

Revenue and traffic delivered

WebSell created a responsive campaign that showed customers the exact product they were looking for based on their search keywords used. WebSell’s paid search team combined Google Shopping Ads with Dynamic Search Ads to target devices and specific areas to ensure maximum coverage with each ad.

Typically quiet months for Cormicans were transformed into highly active selling periods due to the always-on nature of the campaigns. While September to January would typically be seen as quiet months for the business, Cormicans saw huge order numbers and traffic coming directly from the campaigns. Traffic increased by an average of 400% for the period, when comparing 2020 with 2019.

As a WebSell retailer, the PPC team had access to product performance data, allowing them to analyze and adjust campaigns accordingly and to prepare for each sales season.

Cormicans has also been working with the WebSell team on a new site design which will help the business attract even more customers from both Paid and Organic avenues. The main goal behind the new site design is to create a mobile responsive site that will help convert more of the increased number of mobile visitors.

New revenue stream unlocked

Thanks to WebSell, Cormicans has unlocked a new revenue stream that has transformed their business. Coming in with little knowledge about how to use Paid Search ads to attract new revenue, the retailer now knows that an effective paid advertising campaign is essential for continued online growth.

It has been great having Tom join us in helping with our website. We have had great results from his SEO/SEM work. It has really driven sales up and we are delighted with all efforts made. Tom is extremely pleasant and always keeps us informed of the ongoing results.

Aisling Mannion, Owner at Cormicans


Get online success

WebSell is the complete e-commerce solution for your business. Request a free demo to see our platform in action.